We recently had an email exchange with a woman who chose not to use an ESP (email service provider), like MailChimp, over “regular” email because she didn’t want to use a template — she felt like a template would make the email less personal.
MailChimp is the largest of the ESPs. We think it’s the best solution for most organizations.
In our email exchange, we cited the advantages associated with using MailChimp that she may have not considered:
- MailChimp provides very useful analytics that, over time, yield a wealth of information about your email recipients — data that gives you a much greater chance of getting the right message to the right person at the right time!
- Templates make it easy to include the sender’s physical address and an unsubscribe link, both of which are required content under federal law.
- The sender won’t get complaints from the ISP (internet service provider) for a lot of emails being sent out.
- Templates make it easy to send attractive HTML email that will get noticed and increase conversions.
- Images can be tricky in email. With an ESP template, images are easily included.
- A template keeps your message responsive, or mobile-ready, so that it will look good on screens of all sizes.
- Automation – You can setup emails to fire based on other events, like if a user subscribes to your list via a form on your website, you can set MailChimp to send an immediate message and additional ones on whatever interval you desire with no additional action required on your part.
- Special, personalized fields can be inserted in subjects and bodies of messages. Any data that MailChimp has, such as name, city, etc., can be used. For example, a message sent to me could say “Good news for Ellicott City residents” in the subject line and “Dear Lynne,” in the body.
- MailChimp will keep your email list up-to-date by tracking hard and soft bounces and removing duplicate addresses, etc.
- MailChimp comes with hundreds of integrations that make it work well with other popular apps and services, like Salesforce, Eventbrite, Google, Twitter, Facebook, Shopify, and SurveyMonkey.
At the end of our exchange, we pointed out that ESP templates are usually highly customizable and that it is quite possible to “simplify” the design so that it more closely resembled a personal email message. We hope she’ll try an ESP.